Ryan Smith -- Usability Benchmarking with Surveys (aka The Immediate Future of Data Collection)
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TM Sophisticated research made simple. The Immediate Future of Data Collection Presented by Ryan Smith
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Presented by Ryan Smith at The Big Design Conference 2011 Learn about the advantages of surveys for data collection. You will also learn about many of the new features that can help you to augment the existing studies that you are doing. We will show real-world examples of how designs have changed based upon feedback from surveys. Finally, we will talk about how surveys can inform your design decisions immediately and long-tail for future designs.
Transcript of Ryan Smith -- Usability Benchmarking with Surveys (aka The Immediate Future of Data Collection)
TM Sophisticated research made simple.
The Immediate Future ofData Collection
Presented by Ryan Smith
My Idea of Usability…
The Qualtrics Journey….
BuzzWord Bingo
KISS: It’s Data Collection
Voice of the Customer
Enterprise Feedback Management
Customer Loyalty Systems
Corporate Inner-Intelligence
Agenda
The Immediate Future of Data Collection
Where We’ve Been: Data Collection Prior to 1999
1 “We Need Primary Research” 2 Fight for Budget 3 Hire a Research Firm
4 Focus Group - or - Survey / Paper Models
“Chose Your Own Adventure” Surveys
5 Scheduling & Execution
6 Wait for the Data
Internet Distribution
DIY: Do It Yourself
Where We’ve Been: Data Collection Post 1999
New Challenges: Subject Fatigue
Go Away!
Evolution: The Immediate Future of Data Collection
More Interactive
More Intelligent
More Immediate
WE A
RE HERE
More Interactive Making Date Collection More Engaging to Overcome Subject Fatigue
Legacy Next Generation
More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue
Legacy Next Generation
(Not Available)
More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue
Hot Spots
More Interactive Making Data Collection More Engaging to Overcome Subject Fatigue
Pick, Group, & Rank
More Intelligent Making Data Collection Extremely Dynamic & Observant
1. More Personalized Experience From:
• On-the-Fly Analysis & Stats
• Historical Insight / Data Integration
2. Capturing & Using Session Insights
3. Better Subject Selection
More Intelligent Making Data Collection Extremely Dynamic & Observant
Skip Logic
Display Logic
Legacy Next Generation
Statistic Based Work-Flows
…that can even include stats calculated from previous survey and external databases…
More Intelligent Making Data Collection Extremely Dynamic & Observant
Example: Using Session Information to Improve Data Quality
More Intelligent Making Data Collection Extremely Dynamic & Observant
Example: Interrupted Decisions
Jonathan Levav
More Intelligent Making Data Collection Extremely Dynamic & Observant
Example: Becoming More Predictable
Dan Ariely
More Intelligent Making Data Collection Extremely Dynamic & Observant
Better Subject Selection
More Intelligent Making Data Collection Extremely Dynamic & Observant
Better Subject Selection
• URL Parameters• Site History• Time on Site• Device Type• Day• Date• Time• Cookie Values• HTML Values• JavaScript Values
More Intelligent Making Data Collection Extremely Dynamic & Observant
Example: Abandoned Shopping Carts
More Immediate More Collection Points, Faster Analysis, & Instant Studies
More Collection Points
More Immediate More Collection Points, Faster Analysis, & Instant Studies
Instant Full-Statistical Results Updated with Every Response
More Immediate More Collection Points, Faster Analysis, & Instant Studies
More Do It Yourself
More Interactive
More Intelligent
More Immediate
1 Usability is Not My Strength 2 Avoid Hype – It’s Data Collection 3 Evolution – We’re Chimps
4 Subject Fatigue is Driving Future
In Summary…
